OTT stands for “over-the-top,” the term used for the
delivery of film and TV content via the internet, without requiring users to
subscribe to a traditional cable or satellite pay-tv service. OTT is basically
a unicast model with three types of revenue models that it can provide.
SVOD (subscription-based services such as Netflix, Amazon
and Hulu)
AVOD (free and
ad-supported services such as Crackle)
TVOD (transactional
services such as iTunes, Vimeo on Demand and Amazon Instant Video that allow
users to pay for individual pieces of content).
So now we are going to talk about the technology that
brought revolution in the internet TV platform that is Adaptive bitrate
streaming over HTTP.
Adaptive Streaming over HTTP
The
traditional IPTV is just a multicast packets sent through a pipe to the
customer. But with OTT, we have seen many technological advancement. Adaptive
streaming is one such technology which helps for the best viewer experience.
The key features of it are:
Download and Stream:
Imitation of
Streaming via Short Downloads.
Downloads
desired portion in small chunks to minimize bandwidth waste.
Enables
monitoring consumption and tracking clients.
Adaptation to Dynamic
Conditions and Device Capabilities
Adapts to
dynamic conditions anywhere on the path through the Internet and/or home
network
Adapts to
display resolution, CPU and memory resources of the client
Facilitates
“any device, anywhere, anytime” paradigm
Improved Quality of Experience
Enables
faster start-up and seeking (compared to progressive download), and quicker
buffer fills
Reduces
skips, freezes and stutters.
Use of HTTP
Well-understood
naming/addressing approach, and authentication/authorization infrastructure
Provides
easy traversal for all kinds of middleboxes (e.g., NATs, firewalls)
Enables cloud access, leverages existing HTTP caching
infrastructure (Cheaper CDN costs)
The above image depicts the Adaptive streaming OTT service
currently being used by most of the OTT service providers.
Any content which is being pushed or pulled is shown in the
production part above in the image.
Once the content is available, the OTT provider generally
uses a multi bitrate encoding platform which converts the content to the
desired resolution as and when required.
The content is protected by the encapsulation engine, well
known as DRM (Digital rights management) system. There are many vendors which
provides their DRM solution.
When it comes to the distribution network, the OTT providers
uses content delivery network. We will discuss about CDN in my other
publication as CDN itself is a huge topic. Basically it will get video, data,
from many locations and maintain the high availability so that user doesn’t
have to compromise if one of the production location is down.
The next stage is the consumption which is a user interface.
Be it a TV, desktop, laptop, tablets or smartphones, The OTT provider has one
solution for it. With the ABR streaming, customer will have a seamless
experience with all his devices without compromising the screen resolution or
worrying about the internet bandwidth.
So to summarize, the next gen customers are looking for a
revolution in TV industry and the OTT is the best bet for the service providers.